The Analysis of Cross-Border E-commerce Marketing Strategies for Domestic Cosmetics Brands: A Case Study of "Colorkey"'s International Expansion

Abstract

The rapid growth of cross-border e-commerce (CBEC) presents significant opportunities for international expansion of domestic
Chinese cosmetics brands. This thesis employs a SWOT analysis framework to examine the internal strengths and weaknesses, alongside external opportunities and threats through a case study of Colorkey. Through analysis of Colorkey's market positioning, product strategy, digital
marketing channels, platform utilization, social media engagement, and brand building efforts, this thesis identifies key success factors and
persistent challenges. Findings reveal that Colorkey's success stems from leveraging strengths like agility, digital-native DNA, competitive
pricing, and R&D focus, while strategically capitalizing on opportunities presented by platform growth, KOL marketing, and shifting consumer preferences towards diversity and affordability. However, weaknesses such as limited brand heritage, intense competition, and logistical
complexities, coupled with threats like geopolitical tensions, platform volatility present critical challenges. By the findings, this thesis proposed Strategic recommendations for Chinese domestic brands seeking across- border expansion.